The first part of all of our digital projects is to sit down with our client and properly understand their customers. We need to know what their needs and desires are and what the different stages of their journeys are. What convincers are required at each stage as well as what competitor are doing well and what can be applied to our client’s own business.
We have worked with CD Fairfield since November 2018 on their brands which include Negative Equity UK/NI, Get Help With Debt & Landlord Debt Advisory. We have also carried out strategic analysis for Aria Residential Estate Agents which operate under the same umbrella.
After sitting down with the client we created a proposal of the different marketing activities that we would work on and what would be carried out over the next 3 months. We prioritised the on-site SEO optimisation and choosing relevant sites that could backlink to the different sites.
We created new sites for the different brands and are currently working on a new site for Aria Residential. The new sites are focused on conversion and it is easy to find case studies and a link to the independent reviews that their customers leave on the site reviews.io as part of the strategy to convince visitors to get in touch.
The tools that we use:
We have professional packages with SEM Rush & Ahrefs as while they do similar things both packages do certain things better than others. SEM Rush’s reporting facilities are better and these are used as part of the monthly reports that are sent to clients.
What we look after for CD Fairfield:
We have worked on their PPC campaigns and changed the bidding strategy from targeted cost per acquisition to manual cost per click which allows us to control the spend better and take google’s automated bidding strategy out of the equation. We ensure that the agreed budget is kept within. One of the advantages of PPC campaigns is that you can test different landing pages and you will notice immediate results if a landing page is working well or not.
We look after their social media postings which are currently a combination of marketing messages and sharing of blog articles created by Big Mouth Digital.
Monthly content planners are created and are based on keyword research relevant to what the best potential clients are searching for and those that have the best possibility (lower difficulty) of ranking well soon after they have been added. It must be noted that keyword ranking positions for competitive keywords do fluctuate but tools like Ahrefs and SEM Rush quickly identify any decreases and our flexible approach to our content planners means that if a keyword drops we will create content and backlinks in order to improve the ranking quickly.
We create weekly email campaigns and have found the best ones that encourage recipients to visit the website are those that give snippets of the blog articles that have been recently added. We have also sent out emails that are personable to the staff that work for the business as well as those that discuss a particular service that CD Fairfield written in a personal tone.
The analytics that are given by mailchimp can be checked against those reported by google analytics. Through google analytics and tag manager we are able to track how many of those visitors convert into an action such as clicking a phone number or filling in a contact form.
Text message marketing:
We look after their text message marketing campaigns using a website called FastSMS. The staff of the business use the system for sending out one off messages to customers they are unable to reach by telephone in addition to batch marketing campaigns with links to specific landing pages on the site.
Visitor tracking & reporting:
Initially we used a system that records a video of the visitors that come onto the site to get a proper idea of what sections and any potential user experience issues that visitors are having. Although this impacts site loading time slightly it is invaluable information to have regarding what visitors are interested in and what the typical visitor journey is.
In addition to SEM Rush and Ahrefs we use google analytics with all of our clients and find this to be satisfactory in terms of finding out what marketing methods are working well for sending visitors to the site, what pages they are interested in and also tracking conversions such as form completion and clicking on phone numbers to call the client.
Google analytics is a great resource to see how organic, social, ppc and referral websites are performing. E.g. if you add your website to a directory or take out a print ad why not use a specific website address to make tracking and accountability of marketing activities easier.
Overall we have reduced their PPC spending and have been able to source appropriate backlinks for the business in addition to creating the content for other websites to use for linking to CD Fairfield branded websites.